Although some people would say you should create a rigid marketing plan and stick to it, I prefer a more dynamic approach. Sometimes data you didn't have comes through half-way through your advertising campaign and you'd be a fool not to adjust.
For example if you owned a web hosting company, you'd see that google has est -60% searches for terms to do with" web hosting and domain registration" from the UK now compared to 2004. This should lead you to the conclusion many people already have web hosting providers and you should focus on making them change web hosts and the benefits.
On a side note, you'd be a fool not to use Google Insights.
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